Singer Rihanna flew to Germany on Monday to add another title to her fashion resume. She’s been named a new creative director at sporting goods brand Puma.
Rihanna shared photos on Instagram, giving fans updates on her trip to Herzogenaurach, Germany, where the brand is headquartered. She met with the team she will be working with to talk about taking their women’s line in a new direction.
According to Women’s Wear Daily, Rihanna is expected to take a hands-on role with the fitness and training line and shoes. She “will work with Puma to design and customize classic Puma styles as well as create new styles to add to the Puma product portfolio,” Puma said.
Financial terms of the multi-year deal were not disclosed. However, it does also include Rihanna becoming a global ambassador for Puma and will be in the fall 2015 campaign.
“Market research shows that Rihanna, although she’s not an athlete, is an icon for our main target group,” Puma CEO Bjørn Gulden told The Wall Street Journal. “She is putting strength to the brand in an era when we need it.”
Rihanna does certainly have a huge social media following, which Puma likely considered before making the deal. The “We Found Love” singer has 38.4 million Twitter followers and 14.4 million followers on Instagram.
image via Instagram from Rihanna
image courtesy of INFphoto.com